Ipsos MMA and Adform Partner to leverage first-party data to measure and improve standardized marketing

Ipsos MMA has partnered with Adform to implement an AI-based first-party data solution to solve third-party cookie deprecation and provide referral measurement to advertisers on a global scale.

New YorkAnd the September 15, 2022 /PRNewswire/ – Ipsos MMA, a recognized leader in the measurement and optimization of advertiser marketing investments, has partnered with Adform, a global, independent and fully integrated advertising platform, to advance the measurement and optimization of standardized marketing, leveraging the Adform ID integration solution. This approach integrates first-party data signals across the digital media ecosystem to build consumer journeys without the need for third-party cookies. This unique partnership will help advertisers measure future preemptive ads as platforms change their data sharing policies and privacy regulations become more stringent.

Ipsos MMA (PRNewsfoto / Ipsos MMA (Marketing Management Analytics))

This partnership enables us to provide advertisers with fast, always-on analytics for digital purchases and routable purchases

The announcement comes at a time when many advertising platforms are neglecting third-party identifiers within their log-level data, preventing brands from determining the effectiveness of their media campaigns in real time at high-accuracy levels – such as audience, design or placement.

Many browsers and operating systems today do not allow the creation of third-party cookies – and eventually third-party cookies will be phased out completely. Advertisers and agency partners will not be allowed to access third party cookie identifiers. Without first-party or third-party benchmarking, advertisers cannot attribute certain media types to back-end KPIs such as conversions. Adform uses a bespoke approach to tracking and integrating first-party data together to provide vital information for analytics and targeting.

“Integrating ID Fusion in Adform into our analytics dataset allows us to provide advertisers with fast, always-on analytics around digital and routable purchases. This data combined with our standardized marketing measurement approach ensures that we can maximize coverage to reduce data asymmetry, a common problem affecting Measure marketing in real time today” Doug BrooksExecutive Vice President of Strategic Accounts at Ipsos MMA.

“The implications are clear; if you want real attribution, you need to work with partners that are transparent and provide real insight into media performance,” John BaconAdform Regional President, Americas. “This groundbreaking partnership allows advertisers to see how their hard-earned media budgets are performing and allows them to reallocate the budget to increase return on ad spend.”

The partnership leverages Adform’s groundbreaking “ID Fusion” solution, allowing advertisers to a third-party “cookie-free” solution.

ID Fusion has been in place since 2020 and is used across many of Adform’s 25,000 clients. Earlier this year, the solution was also recognized by the industry as a strong response to the change after it received two Drum and Campaign Tech awards. Data from ID Fusion feeds into the Ipsos MMA platform for standardized marketing measurement and optimization, enabling marketers to bypass the noise that often mitigates an effective media touchpoint and customer-level scaling. Through this integration, advertisers can take advantage of standardized marketing measurement to continue to base touchpoints along the consumer journey and make tactical changes to plans on the fly to prioritize media channels, targeting tactics, creative releases, and audiences.

Please click here to learn more about the standardized attribution capability of Ipsos MMA.

About Ipsos MMA

Ipsos MMA is a leading global analytics consulting firm founded in 1989. The company enables its clients to generate higher revenue and operating profit through data-driven and forward-looking analytics, software, and consulting. Ipsos MMA is headquartered in New York, New YorkIt is part of Ipsos, the global leader in personalized market research, which has more than 80 locations worldwide. To learn more about Ipsos MMA, visit www.mma.com.

About Adform

Adform is the only fully independent and fully integrated global advertising platform built for modern marketing. The enterprise’s unique technology – Adform FLOW – leverages superior user experience and a scalable, modular and open architecture, to enable seamless management of the entire campaign lifecycle. It provides customers with improved control and transparency across their advertising processes, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human-machine collaboration and deliver enhanced intelligence, thereby amplifying business outcomes for its customers worldwide.

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SOURCE Ipsos MMA (Marketing Management Analytics)

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